ASK THE BOARD: Market Segment Saturation

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Which market segment is the one that is totally saturated with digital signage five years from now? (Is there a market where the gold rush is over and every new opportunity has been already taken?)
This week’s question is answered by members of the DSE Advisory Board
END USER COUNCIL

Read the Answer by Joel Allard

“I don’t know if any particular market will be totally saturated in five years, but I expect to see … “
JOEL ALLARD
Senior Business Partner, In-Store Digital – Target
 

Read the Answer by Doug Anderson

“I don’t believe that any market segment is currently saturated, although the retail sector is certainly heavily represented with digital signage.”
DOUG ANDERSON
Senior Director – Information Technology
LA Metro Transit
 

Read the Answer by Algernon Callier

“High-density metro/tourist marketing areas that are magnet destinations, like Times Square NYC, Dotombori canal district in Osaka, or …”
ALGERNON CALLIER
VP | Strategic Innovation & Emerging Technology
Universal Parks & Resorts
 

Read the Answer by Penny Carter

“I am not sure that there can ever be total saturation for a digital signage market segment.”
PENNY CARTER
Digital Signage Lead – Lockheed Martin
 

Read the Answer by Lawrence Chang

“I don’t see any segment where digital signage has reached maturity and saturation as yet.”
LAWRENCE CHANG
Director, IT – Calgary TELUS Convention Centre
 

Read the Answer by Frank Coccaro

“The one market segment I think will be saturated five years from now will be the Hospitality and Casino sectors.”
FRANK COCCARO
Executive Director of Multimedia
MGM Resorts International
 

Read the Answer by Angel Cordero

“It’s amazing to watch how fast food chains have creatively used and maximized digital signage.”
ANGEL CORDERO
Signage & Kiosk Solutions – Walt Disney Parks & Resorts
 

Read the Answer by Dominic DeSieno

“I think retail is a market that will be totally saturated in five years with digital signage. All aspects of retail will have some form of digital signage.”
DOMINIC DeSIENO
Digital Signage Technical Lead, Corporate Video Services Team
Wells Fargo
 

Read the Answer by Len Dudis

“It appears to me that the current gold rush is happening in retail and that it will be the market segment most likely to be completely saturated in five years.”
LEN DUDIS
CIO – Grupo Vidanta
 

Read the Answer by Michael Dwyer

“I don’t want to use the term saturated, but instead table stakes. There are a number of different industries to which this can apply, but I believe digital signage will be a basic required element … “
MICHAEL DWYER
Senior Marketing Manager, Digital – Subway
 

Read the Answer by Joshua Eftekhari-Asl

“I predict that digital signage will be oversaturated in the restaurant industry within five to 10 years.”
JOSHUA EFTEKHARI-ASL
Sr. Manager – Technology Strategy and Delivery – Taco Bell
 

Read the Answer by Paul Fleuranges

“I think one segment that will be saturated in five years will be the QSR vertical.”
PAUL FLEURANGES
Director of Corporate Initiatives – New York Metropolitan Transportation Authority
 

Read the Answer by Chris Fuller

“The digital signage industry is exploding due to reduction in costs for hardware, while at the same time, the software has evolved to make it much easier to use.”
CHRIS FULLER
Director of Merchandising
Long John Silver’s
 

Read the Answer by Joshua Goodwin

“It’s easy to see that digital signage as an industry has grown over the past five years and is expected to grow to anywhere from a $27 to a $34 billion a year industry by 2023.”
JOSHUA GOODWIN
Digital Media Specialist – Eileen Fisher, Inc.
 

Read the Answer by Gary Harris

“Five years is an eternity in technology. But I do not see any market segment being saturated yet, or five years from now.”
GARY HARRIS
Digital Video Engineer – Notre Dame
 

Read the Answer by Jerry Harris

“It is my belief that, in the next five years, the retail industry, clothing specifically, will be the front-runner in reaching critical mass for digital signage solutions.”
JERRY HARRIS
Senior Director, Creative Services – Georgia Aquarium
 

Read the Answer by Chris King

“While I’d agree some markets could become ‘saturated,’ I’m not sure that means opportunities in those markets would ever completely dry up.”
CHRIS KING
Kroger Television Operations Manager – The Kroger Co.
 

Read the Answer by Joseph McQueen

“I’m not sure any market will be fully saturated in five years, but in some ways, they all are.”
JOSEPH McQUEEN
Senior Manager of Network Services
American Eagle Outfitters
 

Read the Answer by Megan McSweeney

“If we look at the digital signage landscape as it currently stands, the one sector that will be saturated with digital signage in five years will be retail.”
MEGAN MCSWEENEY
Senior Marketing Content Specialist
Nationwide Children’s Hospital
 

Read the Answer by Angie Nalepka

“Which markets will be totally saturated with digital signage five years from now? Most likely all of them.”
ANGIE NALEPKA
Senior Manager, Digital Experience & Creative
Rogers Communications
 

Read the Answer by Michael Oram

“I’m not sure what all the market segments are necessarily, but based on the rate of growth … “
MICHAEL ORAM
Concessions Manager – McCarran International Airport
 

Read the Answer by Daniel Orme-Doutre

“Nothing is saturated in the market. Sure, some of the big corporations and quick service restaurants have some signage, but I’m still not seeing it in … “
DANIEL ORME-DOUTRE
Media Solution Architect – Microsoft
 

Read the Answer by Randy Poindexter

“Most, if not all, professional sporting venues will likely have digital signage throughout their space in the very near future – from concessions to in-game advertising, scores, replays, etc.”
RANDY POINDEXTER
Senior Vice President of Marketing
Bojangles’ Restaurants, Inc.
 

Read the Answer by Jim Riley

“My focus for this question regarding market segmentation is centered on the segmentation of product type and by application.”
JIM RILEY
Director of Marketing – Columbus Blue Jackets
 

Read the Answer by David Saleme

“In the next few years outdoor digital signage is at risk of becoming oversaturated.”
DAVID SALEME
Senior Manager, Business Development
John Glenn Columbus International Airport
 

Read the Answer by Ralph Schorbach

“Given stock market fluctuations, if I had insight to read the “magic growth ball” over the next five-plus years, I could not only give a concrete answer … “
RALPH SCHORBACH
IT Manager – Fairplex
 

Read the Answer by Klaus Smit

“At this point, I do not believe there is any segment that will reach saturation within five years.”
KLAUS SMIT
Associate Manager, Innovation Team
PepsiCo
 

Read the Answer by Steve Chewie Stavar

“I don’t think there will ever be a market that will be totally saturated with digital signage. Retail will always be king.”
STEVE “CHEWIE” STAVAR
Digital Signage Specialist – West Virginia University
 

Read the Answer by Jessica Stevens

“I can see two markets that could potentially be saturated five years from now. One would be clinics and medical waiting rooms.”
JESSICA STEVENS
Senior IT Deployment Manager – Best Buy
 

Read the Answer by Traci Quillen Stewart

“The retail market is currently full of digital signage opportunities that provide stimulating customer experiences.”
TRACI QUILLEN STEWART
Digital Signage Solutions
Eastman Chemical
 

Read the Answer by Jason Stuehmer

“Digital signage is significantly more prevalent in our everyday lives than it was five years ago.”
JASON STUEHMER
Digital Signage & Screens
Massachusetts Bay Transportation Authority
 

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